As the UK population continues to age, the over-50s audience has become one of the most important, and most misunderstood, groups in media planning and buying.
For many advertisers, this is no longer a niche segment; it is the economic backbone of entire categories, from travel and automotive to financial services, home improvement and healthcare.
According to the Office for National Statistics (ONS), the number of people aged 50 and over in the UK has continued to grow steadily over the past decade. By the early 2020s, more than a third of the UK population was over 50, and that proportion is projected to increase further as life expectancy rises and birth rates remain comparatively low. This is not a short-term demographic blip. It is a structural shift that will shape the UK consumer economy for decades.
What makes this audience especially important is not just its size, but its financial strength. Research from Age UK and the International Longevity Centre UK consistently shows that older households control a significant share of the nation’s wealth and disposable income. In 2020, the over-50s were estimated to hold more than £300 billion in annual disposable income, and that figure has likely increased in line with rising asset values and pensions. In many sectors, they are the most reliable and loyal customers.
Yet despite this economic importance, many media campaigns still rely on outdated assumptions about how older audiences think, behave and consume media.
For years, the over-50s have been portrayed in advertising as technophobic, conservative, and resistant to change. They are often shown as passive consumers, interested only in traditional channels such as television, print and direct mail.
The reality, however, is far more complex.
A significant proportion of older consumers feel misrepresented or patronised by advertising. They find age-based stereotypes in ads irritating rather than engaging. This is not just a creative issue; it is a commercial one. If the audience feels the message is not meant for them, they are less likely to respond.
Ofcom’s media usage studies show that internet adoption among older audiences has increased dramatically. Large majorities of people aged 55–64 and growing proportions of those aged 65+ now use smartphones, stream video, shop online and access social media.
This means that digital is no longer the preserve of the under-35s.
In other words, the over-50s are not a single, homogenous group. They include:
Treating all of these people as one stereotypical 'older audience' is not just inaccurate; it is ineffective and, rude.
The International Longevity Centre UK has repeatedly emphasised that age alone is a poor predictor of behaviour. Its research into older consumers shows wide variations in:
For example, some over-65s are heavy users of streaming services and social media, while others rely more on broadcast TV and newspapers. Some are focused on travel and leisure, while others prioritise savings, family or healthcare.
This diversity means that when using age-based targeting, it is often less effective than segmentation based on attitudes, life stage, income or behaviour. Two people aged 60 may have completely different media habits and motivations.
One of the biggest myths about older audiences is that they only consume traditional media (and I hate that phrase, too!). In reality, their behaviour is far more blended.
Ofcom and industry studies show that:
Rather than abandoning traditional channels, many older consumers have added digital ones to their routines. A typical media day might include breakfast radio, online news, a social media scroll, streaming video in the evening and an e-commerce purchase at the weekend.
For media planners like us, this creates an opportunity: the over-50s can often be reached efficiently through a well-balanced mix of broadcast, digital and out-of-home channels.
When planners rely on outdated assumptions, two things usually happen:
Under-investment in high-value audiences
Brands may over-focus on younger demographics while ignoring older consumers with greater spending power and brand loyalty.
Poor creative relevance
Messages built around clichés or patronising tones fail to resonate, leading to lower engagement and weaker brand perception.
The Reimagining Ageing research highlighted that authenticity and relevance matter more than age-coded messaging. Older consumers respond better to ads that reflect real life, real people and real aspirations, not stereotypes.
To reach over-50s audiences effectively, advertisers need to move beyond simple age brackets and adopt a more nuanced, insight-led approach.
Instead of targeting 50+, segment audiences by:
Tools such as audience segmentation, first-party data analysis and brand tracking can reveal how different groups behave.
Older audiences respond well to campaigns that combine:
The key is not choosing one or the other, but building a coherent journey across channels.
Campaigns that feature real people and authentic stories tend to perform better. Brands that involve older consumers in research, testing or even creative development can avoid tone-deaf messaging and build more credible communications.
There's a really strong commercial case for getting it right, too.
Ignoring the over-50s is no longer a viable strategy. This audience:
For many categories, they are not just an important segment; they are the core customer base.
Brands that understand the diversity of this audience, invest in the right media mix and communicate authentically will be better positioned for long-term growth.
At Hello Starling, we help organisations understand who their high-value audiences really are, how they consume media, and what messages will work for them.
If you’d like a clearer picture of who your over-50s audience really is and how to reach them effectively, say Hello today.
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